Majority of UK fashion shoppers switch, avoid or boycott brands because of their environmental policies, says consultants at Kantar

Sustainability and social responsibility are of paramount importance 

to today’s modern shoppers.

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New consumer research published this week by Kantar, a leading data, insights and consulting firm, reveals that over three-quarters (76%) of UK fashion shoppers have, in the last 12 months, switched, avoided or boycotted buying certain fashion labels, or would consider doing so in the future, based on brands’ environmental policies.

Kantar questioned over 1,200 UK consumers between the ages of 16 and 65+ about their concern over a range of environmental issues, their purchasing decisions based on a brand’s sustainability credentials, environmental responsibility and whether, as a consumer, they had ever decided to boycott buying a product or switch to another brand based on its environmental reputation.

Brand loyalty is lowest among the youngest age group of 16-24 year-olds with 83% saying they have switched or might do so, with more males (22%) switching or boycotting brands than females (16%).

Responses differ considerably among generations too, with over a third (35%) of Millennials saying they have avoided buying, or decided to choose a different brand over the last 12 months, compared to only 8% of Baby Boomers. However almost half (49%) of this generation of 55-65+ year-olds indicated that while they hadn’t switched or boycotted brands in the last year because of their environmental credentials, they might consider doing so in the future – the highest among all age groups.

Harsh working conditions, environmental pollution and the overuse of packaging are some of the issues consumers think carefully about before purchasing clothes.

Much more work needs to be done by the fashion industry when it comes to publicising the positive work it is doing to address the environmental problems resulting from the throw-away, ‘fast fashion’ culture we live in today, say 72% of consumers. This sentiment is high across all regions (>69%) with more shoppers in Greater London (76%) agreeing. Only 13% consider this issue unimportant.

Mark Chamberlain, managing director of Brand, Kantar UK said: “Responsible living is being driven by cross-generational groups of ‘woke’ consumers that look towards inspiring brand heroes as change leaders. Governments and organisations are being forced to listen and respond to consumers’ demands for greater transparency as businesses strive to become more purposeful.”

Almost 90% of respondents surveyed agree that brands need to take more responsibility for the waste they produce and the impact it this has on our environment. This sentiment was high across all age groups (>82%) but highest among those aged 65 and over (92%). Three-quarters of shoppers agree that, due to inaction from many of the world’s governments, they want brands to act as forces for positive change in our society. However, when questioned about their response, over 70% of all consumers agreed that efforts by businesses to protect the environment are ‘too little, too late’, with younger generations of Millennials agreeing most with this statement (78%).

Second-hand clothing market sets to overtake the fast fashion movement

One of the reasons why I have problem de-cluttering my wardrobe is because I still love all my old clothes and accessories. (Marie Kondo, look away.)  Now take the cue from celebrities who are going for pre-owned clothing.  Leader of the pack is Kim Kardashian West who was photographed recently sporting vintage Azzedine Alaïa and Versus Versace.

Indeed various studies have shown that the second-hand clothing market is set to grow massively in the coming years, and will overtake the so-called "fast fashion" market.

Consumers are increasingly turning towards second-hand clothing, with conscientious buyers set to make pre-loved items a bigger market than so-called ‘fast fashion’ by 2029.  Photo supplied by BusinessWaste.co.uk.

Unless we have beloved relatives and ancestors who pass us their hand-me-downs, second-hand clothing outlets are where we can source desirable additions to feed our quest for something "near new" to wear.

According to a poll conducted this week by the waste management agency, BusinessWaste.co.uk, consumers are beginning to shake off their prejudices about wearing second hand clothing. While just 20% said they currently regularly buy second-hand clothes, some 90% said they could be influenced to start doing so by friends or family doing so first and 94% would follow celebrities who do so.

Interestingly, while both younger and older fashionistas were seemingly happy to shop second-hand – 80% of 16 – 21 year-olds and 91% of over-sixties, respectively – the overall percentage averaged at 45%, suggesting that there are cultural elements at play, according to Mark Hall, Communications Director of BusinessWaste.co.uk.

 “Older people are used to buying clothes that were made to last and passing hand-me-downs through families, which explains this age group’s willingness to buy second-hand. And, on the other end of the scale, young people are increasingly environmentally conscious, which could certainly influence their shopping decisions and cause them to turn away from fast fashion.  However, those in their thirties and forties are perhaps of a generation more used to consumerism, having grown up in the excessive 1980s – it’s certainly an interesting generational divide,” said Mark.

He added: “People are turning to second-hand clothing – not just out of financial necessity, but out of choice. There’s a huge opportunity here for retailers to improve their green credentials and tap into a growing number of consumers who would like to buy stylish clothing, but without the ethical concerns. Some well-known retailers already feature vintage or pre-loved selections in store and there’s clearly room for these to be more widely available – consumers still have the benefit of shopping curated lines of (second-hand) pieces in line with their preferred style, but without the environmental impact.”

The San-Francisco-based secondhand fashion marketplace ThredUp has also released similar findings in its 2019 Resale Report, saying the secondhand apparel market has been growing 21 times faster than retail apparel over the last three years and is on track to be larger than fast fashion by 2028.

“Resale offers the wardrobe-rotating fun of fast fashion without the guilt or waste. By driving preferences away from fast fashion towards higher quality clothes, reuse is a boon for our personal style and the planet.” says Elizabeth L. Cline, Author of the Conscious Closet.